This isn’t “being active online.” It’s a commercially-driven visibility system.

What makes it different

Commercial goals first

Every piece of content has a job: accelerate deals, attract talent, strengthen positioning, or open doors to partnerships.
No vanity posting.

Depth and foresight, not surface commentary

We build around insight only you have: industry patterns, customer signals, strategic decisions, and where things are heading in the next 12–24 months.

Signature ideas you become known for

You won’t be posting randomly anymore. You’ll have 3–5 signature ideas your name becomes shorthand for.

An integrated content system

LinkedIn, long-form articles, keynotes, panels, internal communications — all aligned around one narrative and supported by high-level ghostwriting where needed.

If you’ve hired ghostwriters before, this will feel like another universe

Personal brand vs executive thought leadership

Personal brand: Visibility for visibility’s sake.
Executive thought leadesrhip: Being known for something that shapes your category and drives commercial outcomes.

Ghostwriting vs executive thought leadership

Ghostwriting: “Write me 3 posts a week.”
Executive thought leadership: Strategy → narrative → signature ideas → execution. Writing is the last step.

See what's included

Executive thought leadership is for founders, CEOs, and senior leaders who:

Already have opinions and expertise — they’re just under-leveraged.
Want to be the first name people think of in their industry.
Are comfortable being visible and a little polarising when it matters.
See their voice as a strategic asset and are ready to treat it that way.

Not a fit if you:

Want to fully outsource your voice to junior writers.
Aren’t comfortable owning your expertise publicly.
Want “set and forget” content with no involvement.
Care more about follower count than commercial impact.

Alice Xerri, Founder and Fractional Content Lead, Freelance Copywriter for Finance, B2B Tech and SaaS, showing client work on laptop.

The strategy behind meaningful visibility

When your narrative, ideas, and presence work together, you become someone people remember, reference, and invite. I'll give your expertise the structure it needs to create real opportunities.‍ It works because:

Your message becomes clear
Your ideas gain structure
Your visibility becomes intentional
Your presence supports opportunity

See what's included

The executive thought leadership framework

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1. Executive deep dive

We start with 2-3 interviews to extract:

Your worldview
Your commercial priorities
Your industry patterns, frustrations, and predictions
The stories that reveal who you are as a leader

This becomes the raw material for your ETL system.

2. Thought architecture & narrative

We define:

Your executive positioning
The space you want to own in the market
3–5 signature ideas you’ll be known for
Narrative arcs that sit underneath your content ecosystem

This is your blueprint.

3. Channel strategy & content system

We decide:

Where you show up (typically LinkedIn + long-form)
How each channel supports business goals
Content formats and series that reinforce your signature ideas
Opportunities for panels, media, keynotes, PR alignment

4. Execution (ghostwriting & support)

Depending on the engagement, we:

Ghostwrite LinkedIn posts, articles, internal memos, keynotes, etc.
Refine every piece to sound like you — not “LinkedIn voice”
Build repeatable series your team can repurpose

5. Review, optimisation & narrative stewardship

We evaluate:

What’s resonating
What’s driving commercial outcomes
What your team, customers, and industry are responding to
Where to double down or pivot

This is how your leadership narrative compounds over time.

Two ways to build momentum

Executive Strategy

6-12 month strategy only

For leaders who want clarity, structure, and a defined executive thought leadership system, with internal capacity to execute.

What's included

Deep-dive interviews

Market + audience scan

POV + messaging foundations

6–12 month content strategy

Channel + format plan

Measurement approach

Book an intro call

Executive Partnership

6-12 month strategy + execution

Ongoing narrative, content, and visibility designed to keep your presence strategic, consistent, and opportunity-driven.

What's included

6–12 month content strategy

Regular idea extraction

Ghostwritten LinkedIn posts

Ghostwritten long-form content

Ongoing measurement

Monthly visibility planning

Book an intro call

The strategist behind every piece of work

I’m Alice Xerri — founder of AX Content and the strategist behind every executive project.

I help founders turn complex ideas into sharp, commercially useful content. Clear thinking and strong messaging are at the core of my work.

I’ve spent years working with leaders across finance, tech, SaaS, and consulting — translating internal insight into content that shapes demand, talent, and category perception.

My strength: making your ideas impossible to ignore.

Alice Xerri, Founder and Fractional Content Lead, Freelance Copywriter for Finance, B2B Tech and SaaS, sat on couch leaning forward smiling at camera.

Frequently asked questions

Book an intro call

If you want to lead your category, your content has to lead too

Right now, someone less qualified is shaping how your market thinks

This isn’t “being active online.” It’s a commercially-driven visibility system.

What makes it different

Commercial goals first

Depth and foresight, not surface commentary

Signature ideas you become known for

An integrated content system

If you’ve hired ghostwriters before, this will feel like another universe

Personal brand vs executive thought leadership

Ghostwriting vs executive thought leadership

Executive thought leadership is for founders, CEOs, and senior leaders who:

Not a fit if you:

The strategy behind meaningful visibility

The executive thought leadership framework

1. Executive deep dive

2. Thought architecture & narrative

3. Channel strategy & content system

4. Execution (ghostwriting & support)

5. Review, optimisation & narrative stewardship

Two ways to build momentum

Executive Strategy

Executive Partnership

The strategist behind every piece of work

Frequently asked questions

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